Americas: More US consumers found to order meals based on presentation, familiar ingredients, says report

A Mintel research finds that more consumers in the US eat with their eyes, not their stomachs—as about 38% of adults agree that if a healthy menu item sounds tasty in the menu description, they are more likely to order it.

Moreover, 27% of consumers say they like to order healthy meals with ingredients they are familiar with.

“For consumers who are often on the fence for healthy or indulgent eating, familiarity can help ease them into healthier choices, rather than alienating them with superfoods they have not heard of or have a reputation for lackluster taste,” says foodservice analyst Katrina Fajardo.

Defining healthy dining

About 9% of respondents agree a menu item that includes a “gluten-free” mention denotes a healthy choice, down from 10% last year and 39% think entrees with more fruits and vegetables come across as healthy.

Meanwhile, 37% believe an item with a low calorie count is a healthy option and 34% think a dish with less sodium is considered healthy.

“One of the possible reasons for consumers’ indecisiveness on healthy foods in foodservice is the fact that foodservice still has the stigma of being unhealthy, regardless of what is ordered,” says Fajardo.

“As a result of the numerous exposés showing the real caloric counts in salads, sandwiches, and other menu items deemed as ‘healthy,’ consumers are conflicted with the idea that a restaurant could offer real, healthy items.”

“In addition, the overwhelming amount of healthy-eating knowledge available for consumers can be overbearing, and skew the way they are personally defining health.”

“For operators, this is a difficult position to be in. However, if the menu items are described well, and are made with familiar items, it could help entice customers who are seeking a healthy meal.”

The report finds that nearly one out of every four US consumers (24%) is not interested in eating healthfully when they go out to eat, because they view away-from-home visits as a treat.

Similarly, about a quarter of consumers (24%) mentioned that they look at the more healthy options, but opt for the unhealthy meals instead.

“While this may sound like operators don’t necessarily need to pander toward the health-minded visitors, there is still a sizeable number of consumers who are willing to purchase healthy foods,” Fajardo concludes.

“Operators who do not have a foundation in healthy offerings should continue to offer their traditional fare, but create menu items that are either lower-calorie items, customized versions of main meals, or add locally-sourced or organic ingredients to items in order to boost consumers’ perceptions of health on the menu without needing a full menu overhaul.”